The findings
The investigation into the £6.7 billion UK veterinary market uncovered a lack of price transparency across the industry, with pet owners often uninformed about the options available to them. It also revealed that many pet owners may be paying more than necessary for commonly prescribed medicines.
The CMA’s investigation found that commonly prescribed medicines are typically priced around 50% to 60% lower at online pharmacies than at first-opinion practices, and the CMA estimated that many pet owners could save around £200 to £300 a year on average, even after associated fees.
The investigation discovered that veterinary prices increased by 63% between 2016 and 2023, far outpacing the rate of inflation (31.3% in that time, according to the Bank of England). According to the CMA, some of the large veterinary groups “are earning profits significantly higher than would be expected in a well-functioning competitive market”.
Only 57% of pet owners were aware that they could request a written prescription, while 69% had either not tried to compare medicine prices or had tried but could not find the necessary information, with many owners whose pets need repeat prescription medication usually buying it from their practice.
The CMA found that there is a lack of price transparency, with many owners finding it difficult to compare prices and fewer than 40% of vet practices listing prices on their websites. Pet owners often do not receive pricing information in advance for non-routine treatment, with the final reforms requiring written estimates for treatments expected to cost £500 or more including VAT.
The investigation also evidenced that pet owners are unaware of whether their practices are part of larger chains, while some pet care plans may not deliver the short-term savings subscribers might expect. There are high prices and a lack of clarity around pet cremation, and the CMA identified weaknesses in complaints handling.
The following is a summary of the CMA’s findings:
Less than 40% of vet practices publish prices online, with not all services listed.
Many owners struggle to compare prices.
Fewer than half of people using a large group knew their practice was part of a chain.
Fewer than half of owners needing non-routine treatment received pricing information in advance, with only 29% receiving it in writing.
Over 70% of owners with repeat prescriptions / ongoing medication buy long-term medicine from their practice, but many could save around £200-£300 a year on average online.
Some owners are currently being overcharged for written prescriptions, with some practices charging over £30 per prescription.
If customers don’t use all or most services of a pet plan, it may not represent good value for owners .
Pet owners could be paying £100 more for individual cremations than if there was fair, strong price competition.
The CMA identified weaknesses in complaints handling and has introduced minimum complaints-process requirements and mediation.
These findings led the CMA to introduce a significant package of reforms. So, what exactly has the CMA decided?
The remedies
Following the proposed changes publicised in October, the CMA has now set out a final set of remedies, which are as follows:
Practices must publish prices for a defined list of standard services, including consultations, common procedures, diagnostics, written prescriptions, and cremation options.
Price and ownership information will be made easier to compare through the RCVS Find a Vet service and related comparison tools.
Vet businesses must make their ownership status clear, identifying whether they are independent or part of a larger group and displaying this on signage, at the premises, and online.
Practices must provide a written estimate and itemised bill in advance for any treatment expected to cost £500 or more including VAT, including aftercare costs, with emergencies the only exception.
Practices must tell pet owners a written prescription is available and that medicines may be cheaper elsewhere.
Written prescription fees are capped at £21 for the first medicine and £12.50 for any additional medicines, inclusive of VAT.
There must be written policies in place to ensure vets at practices are empowered to offer impartial and independent advice.
Pet plans must clearly detail the price of each service, the total cost, and how advertised savings are calculated.
Practices must provide clear prices upfront for all cremation options, including any add-ons, and offer the lower cost option of a communal cremation.
Practices must follow an in-house complaints process that is accessible and transparent, and they must engage in mediation when disputes cannot be resolved.
Timings
The CMA launched its market investigation in May 2024 and published their initial findings and provisional decision 17 months later, on 15th October 2025.
There was then a deadline for responses, comments, and evidence of 30th January 2026, ahead of the final decision.
The final reforms were published on 24th March 2026, announcing that the CMA now has 6 months to put in place legally binding Orders on businesses, which will be in place by 23rd September 2026.
Once these CMA Orders have been put in place, the remedies will be implemented in a staged process over the following 3 to 12 months (in December 2026, March 2027, June 2027, and September 2027), depending on the remedy and the size of business. In most cases, smaller veterinary businesses will have 3 months longer than larger businesses to implement changes, with smaller providers defined as those with fewer than 15 FOPs (First Opinion Practices).
What it means for you
So, what does all this mean for you and your pets?
The reforms mean that practices will have to provide you with more transparency, allowing you to make informed decisions about your pet care based on clearer pricing information and tools that make it easier to compare options, as well as written estimates and itemised bills for certain treatments and written prescriptions.
The results of the investigation also mean that written prescription fees will be capped and that veterinary practices must have written policies in place to ensure vets are empowered to offer impartial and independent advice to pet owners.
Ultimately, the reforms will “make a real difference to the millions of pet owners who want the best for their pets but struggle to find the practice, treatment and price that meets their needs”, according to Martin Coleman, Chair of the independent Inquiry Group.
Right from the start, Pharmacy2U Pet Health has championed the investigation and the prospect of greater transparency in the industry.
We want customers to have access to all the information they need to make informed decisions, and for treatments to remain accessible and affordable for all pet owners.
You can read a brief overview of the CMA’s final reforms here, as well as a more detailed summary here.
